Building systems that
turn strategy into
measurable growth.
Marketo. Salesforce. Full-funnel execution.
With 10+ years across finance, healthcare and professional services, I design rigorous marketing systems that generate qualified pipelines — and deliver results you can measure.
A disciplined approach
to marketing execution.
I don't deliver campaigns in isolation. I build the infrastructure underneath them — the automation architecture, data flows and funnel logic — so marketing performs consistently across every touchpoint and every quarter.
Marketing Automation & CRM Integration
Marketo and Salesforce systems built to work in concert. Lead scoring, routing, data integrity and automated sequences — designed to scale without manual intervention.
- Adobe Marketo Engage
- Salesforce CRM integration
- Custom HTML/CSS email builds
- Lead scoring & automated routing
Performance Funnels & Paid Media
Funnels designed to qualify and convert, not just generate volume. Every touchpoint is mapped to funnel stage, rigorously A/B tested, and optimised toward outcomes that matter.
- Multi-tier lead qualification logic
- LinkedIn Ads & Meta integration
- A/B testing at every stage
- Real-time performance monitoring
Creative Execution & Brand Integrity
200+ high-quality assets across regulated industries. I manage agencies, lead internal teams, and maintain brand consistency through every campaign and every compliance requirement.
- Hand-coded email templates
- Thought leadership content
- 360° integrated campaigns
- Agency & team leadership
Rigorous sectors require
considered expertise.
Regulated, complex B2B environments demand a marketer who understands that precision matters — in messaging, in data, and in execution.
At Peninsula Australia — Australia's largest HR advisory firm — I built lead funnels, client onboarding sequences and referral programs that scaled across a national sales organisation. Full Marketo-Salesforce integration, clean data, no manual entry.
At Lazard Asset Management, I navigated strict compliance requirements while driving a 35% engagement increase and 1,200+ qualified leads annually. Delivered 50+ financial whitepapers, outlooks and institutional client materials — all built to the standard the sector demands.
200+ promotional assets per year at Becton Dickinson. Product launches, scientific conferences, 10+ major tradeshows. Used Salesforce and marketing automation to drive measurable improvements in lead generation within a technically demanding, heavily regulated environment.
Considered decisions.
Documented outcomes.
Three engagements that illustrate how a rigorous, system-led approach to marketing delivers consistent, measurable results.
Lead Funnel Optimisation: Precision Qualification at Scale
High-volume paid and social leads were entering CRM unqualified — creating noise for the sales team and diluting conversion rates.
Multi-tier filtering logic in Marketo. Custom Salesforce fields. Automated scoring and routing based on engagement signals and firmographic data — qualifying leads before any human involvement.
- 20,000 new leads generated via social media funnel
- 20% improvement in sales conversion rates
- 15% increase in qualified lead flow
- Manual data entry eliminated across systems
Client Onboarding Automation: Consistent Experience at Scale
New clients received inconsistent welcome communications, resulting in low engagement with additional services and an over-reliance on manual campaign management.
Multi-touch email automation with dynamic content based on service tier and client profile. Custom HTML templates built from code. Behavioural triggers for personalised journeys — fully integrated with Salesforce data.
- 850 clients through automated onboarding programs
- 15% lift in engagement across onboarding sequence
- Standardised client experience delivered at scale
- Foundation established for retargeting and upsell programs
Institutional Campaign: 35% Engagement Growth in a Regulated Market
Launch a new investment strategy to institutional clients in a highly competitive, compliance-driven environment where every claim requires regulatory approval.
360° integrated campaign: content strategy, digital advertising, social media and thought leadership — coordinated across external agencies, compliance teams and internal stakeholders.
- 35% increase in campaign engagement
- 1,200+ qualified leads generated annually
- 2 industry awards for brand innovation
- Thought leadership positioning firmly established
A decade of work
across three industries.
The stack I work in.
Technical depth combined with strategic judgement. I know when to build and when to optimise.
Marketing Automation
CRM & Data
Creative & Development
AI & Emerging Technology
A consistent record
across complex sectors.
Each engagement has reinforced the same principle: rigorous systems, clean data, and disciplined execution outperform ad hoc campaigns every time.
Leading marketing automation strategy for Australia's largest HR advisory firm. Responsible for funnel architecture, CRM integration, team leadership and campaign execution.
- Built social media funnel generating 20,000 new leads annually
- Engineered lead scoring system delivering a 20% sales conversion improvement
- Integrated Marketo and Salesforce — eliminated manual data entry across systems
- Automated email programs increased campaign engagement by 15%
- Hand-coded HTML/CSS email templates and landing pages — no agency dependency
Developed new marketing channels and automation programs from the ground up to expand reach and improve lead quality.
- Launched LinkedIn Ads channel and Business Referral Program as net-new lead sources
- Built onboarding and retargeting workflows — 15% qualified lead conversion lift
- Maintained data integrity across Marketo-Salesforce pipeline
Managed end-to-end B2B marketing for institutional investment products within a strictly regulated environment, navigating compliance requirements while delivering commercial outcomes.
- 360° campaigns driving 35% engagement increase and 1,200+ qualified leads annually
- 2 industry awards for brand innovation
- 50+ financial whitepapers, quarterly outlooks and institutional client materials
- Managed annual marketing budget with data-driven ROI allocation
Marketing specialist in a leading global MedTech company — supporting product launches, scientific events and major tradeshows in a technically demanding sector.
- 200+ assets per year — EDMs, brochures, tradeshow materials
- 10% lead generation increase within 18 months
- HTML/CSS email campaigns built from code — not templates
- Salesforce and marketing automation to improve open and click-through rates
Long-term value starts
with the right conversation.
If you are building marketing infrastructure for a regulated business, scaling lead generation, or looking for someone who can own both strategy and execution — I would welcome the opportunity to discuss how I can contribute.
